Imagine a situation where you went to watch a movie, and you are just interrupted by a phone call during the climax of the movie.
The phone call voiced, “May I speak to Mr. Harikrishna? I have called up for TV preferences that you had given.” You don’t want to be such an irritating telemarketer who interrupts your movie.
Thus inbound marketing helps you to provide solutions and comes to your organization’s aid to refrain from being such an annoying cold caller.
1. What Is A Lead?
Lead is an individual who has been stipulating interest in your company’s product or services.
In other words, instead of buying a database and calling up randomly, if the organization or the business initiates the contact themselves as the customers have already opened the doors of communication with them.
For instance, the customer might have filled an inquiry form regarding the tourism services provided by your company.
Being in the business, you will get the details of the potential clients and would contact them with relevant information.
2. What Is Lead Generation?
Let me just put this- You need to convert a stranger into a visitor to your site. It is possible if while searching, your site is a good responder to the keywords.
In other words, your site should be relevant to the search and should be SEO optimized. Once they move to your place, you need to convert them into leads.
For that, you need to gate the videos, provide sturdy landing pages, various online tools by your business to try your services and opt-in forms. It will help you to capture the details of the potential leads.
3. What Is The Need of Lead Generation?
Since we came a long way after lead generation, the next focus is to convert these leads into potential customers.
The main focus of marketer is to maintain a relationship with the leads in turn as they are the one who has initiated contact with you by showing interest in your business.
Lead generation occurs when the audience is attracted and are ready to be converted into leads.
Further, they are converted into potential delighted customers through the marketing funnels with various follow-ups.
It, in turn, becomes your testimonials to promote your services and products to the new audience.
4. How to qualify a lead?
Till now I could clear the idea of a lead. Since a lead is someone who is interested in your business, let us see how can a lead be made interested in your services. The game is all about information collection.
For instance, a job seeker who is in search of job registers with a job portal thus filling all his details. It qualifies him/her as a lead for the company as he/she is sharing a lot of information with the company as he/she is interested in various positions offered by the companies through your business site.
5. How to generate leads?
The actual lead generation units are as follows:
- Visitor: A person who visited your site in search of what he needed through keywords that directed him to your site.
- Call To Action: A proper call to action which can be in the form of subscription button, a message that calls visitor to take some action or might be a piece of text stating download option or any.
- Landing page: An ably optimized landing pages allow the attracted prospects to be redirected to your website and thus result in a lead conversion. Without a landing page, a collection of information becomes a meaningless concept.
- Forms: It is ideal to have opt-in forms on the landing page but not compulsion. Forms can be anywhere on the site. They should contain relevant fields as per the business requirements for collecting viewers information.
- Offers: This can prove a boon or a curse for the company depending on its usage. Suggestions are a piece of information that provides the viewers/visitors with deals that excites them and for accessing it they, in turn, provide information.
Amplifying Lead Generation: After getting a brief idea about how you can generate leads, let us grub out more for specific views on escalating lead generation.
1. Time to set goals
There is a famous saying,
“A goal without a plan is just a wish.”
Thus you can infer that you should have proper business goals which becomes one of the most important marketing strategies.
Once you have planned, your plan acts as a roadmap which would help you to land at the destination. Here’s a sample content roadmap:
2. Unearthing Session
The first step in this process of setting a goal is to brief your team about the importance of identifying the ideal customers.
Since your goals consist of various points like the process to attain them, how are you performing in the market, where you stand and so on, the discovery session would hold up discussions regarding goals to improve revenue, process to produce the best-customized strategy and so on.
3. Know your buyers
The primary consideration in content writing is the audience’s requirement so that they come back to you. You can carry out the research which includes knowing your buyers, their accomplishment goals, pain points and the pattern of their buying behavior.
4. Industry Research
One of the critical factors is to know who your competitors are and what are they doing in the market. You need to mark your specialization and potholes so that you know when and where you need to file it
5. Acquire Attention- Keyword Research
You need to analyze your audience in such a way that you understand the frequency of the words they are searching and how your content shines through those keywords. This keyword research facilitates estimated global and local search volume, ranking difficulty and also helps to predicts the cost of running paid campaigns.
6. Onsite SEO
One of the most intelligent moves is to influence search engine ranking. It is possible if all the keywords marked as per your strategy placed on your website pages.
7. Editorial Calendar
Promotion and publications are the two essential tactics for content marketing. For achieving these two goals, you need an editorial calendar. An editorial column will enhance and encourage validation of blog and will help in running them smoothly.
If you need to increase the traffic on your website, then blogging is the basis. It will be possible only if a blog is relevant to what the user is searching.
The content should revolve around your buyer’s requirements, pain points and critical topics of industries. Your blog needs validation from time to time. It enhances increment in traffic.
One of the most used technique is PPC where you can put up your message for your audience who questions about your product and services. PPC is not limited to search engines. They run on various social media platforms.
10. Social Marketing
If you want to be an ideal marketer, your primary focus is to be in talks of people. Social Media is such a platform where it gives you an opportunity to get connected with your buyers so that you could always update them with engaging contents.
You have to make your social media platform as a gateway which would enhance the increase in traffic through relevancy and active participation in this territory.
11. Acquiring Customers through CRM Integration
CRM integration plays a vital role in your sales team. The reason is tracking of every action of the lead whether subscription on your site or following on social media, your sales team is always one step ahead.
Thus this helps them in preparation for the services and products they have to provide to the leads as per their interests and build on the trust already established with your business.
12. Lead Lifecycle
Depending on your sales funnel and website, you can easily create a lead lifecycle to know your potential clients. Lead Lifecycle is as follows:
13. Lead Nurturing
Lead nurturing campaigns are one of the best ways to move a lead through a sales funnel. It starts with the action taken by a lead on your site. The flow shows the lead nurturing process:
14. Automated Workflows
Automated workflows help you to automate marketing processes efficiently.
The figure above shows a typical sales call process module which is a part of the sales workflow.
15. Closed-Loop Reporting
All leads won’t get converted to potential customers. With the closed-loop report, you can mention the whereabouts of your qualified leads and further can classify as best and worst leads. It enhances your planning by focusing on better lead conversions.
16. Customer Retention for the sake of your business
After sales, it’s not necessary that you have to end your relationship with your potential customers. You can invest this relation further for converting them into promoters for your business.
The reason for this is, experience speaks more. It is possible when people who have been using your products or services talk about their experience with others.
For retention of your customers, you can implement retention programs by inviting them to various events to share their experiences, referrals, education contents about new products and services and newsletters of your business so that you are always on their minds.
HubSpot’s Role in Amplification of Leads for your business:
Since Hubspot is an inbound sales and marketing software, it plays a vital role in escalating leads for your business. I have listed a few tools which will help you in achieving your targets:
For Content Marketing:
1.HubSpot’s Website Grader: If you are interested to know your position in marketing, then you have chosen the right tool for it- HubSpot’s Web Grader.
2.HubSpot’s Blog Topic Generator: At least once every blogger has crossed on a thought, “What’s next?” To generate topics for your blogs HubSpot’s Blog Topic Generator is a one-stop solution. You need to follow the steps:
1. You have three options to enter your keywords.
2. After clicking on the button “Give me Blog Ideas!” you get the following screen.
One of the best tools offered by HubSpot for checking the current trending topics for your content marketing in the territory. Buzzsumo works as shown below:
All you have to do is know your keyword or domain of your search. Enter the keyword and click on ‘Go.’ You will get the analysis of past year with topics, there engagements on social media platform and their shares.
CTA Templates: CTA Templates provides you 50+ customizable call-to-action templates that you can put in use for your landing pages or anywhere on your website.
For Lead Generation: For all these lead generation tools, you need first to create a HubSpot account.
1. Lead Flow: This tool allows you to create active lead capturing and engaging forms.
Create your free Hotjar account for trial. Click on this link
After creating the account, you will get this screen:
Culminating the write-up:
Since we need to revolve around inbound marketing, an all-in-one tool to complement the inbound methodology is HubSpot. The tools provided by HubSpot is not only free but easy-to-use for any HubSpot COS Developer and also helps in the ballooning of business. It is considered one of the most successful platforms to attract visitors, convert them into leads and then into potential clients.
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